As a result, they experience healthy growth because of a growing legion of raving fans, establish consumer confidence with employee longevity and loyalty, and pursue continuous improvement in all areas – including helping the planet. And by being and doing good, the money would follow. Imagine what would happen if, instead of hogwashing, companies strongly adhered to the secret sauce principles above? Their reputations would rise (remember social media and digital platforms are the ultimate lie detectors).
Promise a bunch of BS, get people to bite, bring in the dollars…then prepare for the exodus of a substantial percentage of disgruntled customers who no longer buy what you’re selling, figuratively or literally. In too many cases, hogwashing is woven into company DNA – versus just rising to the surface when there’s a problem. So they attempt to cover up problems with hogwashing. But in practice, even companies dedicated to these “growth marketing” precepts get tripped up in a variety of ways. For one, human nature being what it is, companies don’t like to admit mistakes or wrongdoing. Was that so difficult? In theory, it shouldn’t be. Become and sustain being the company that stakeholders trust, like, and respect.Say clearly what you’ll do, then do what you say.Do good in addition to being good (top-notch companies go the extra mile to help the planet, their communities, and all their people – employees and beyond).Build long-term relationships versus short-term transactional relationships.Focus on and meet the customer’s needs (and “customer” in this case includes employees, partners, and other stakeholders) first, foremost and always.Drilling down further, follow these principles: That’s the “secret sauce” that has driven successful commerce and companies for eons. Move past the gobbledygook about today’s great, new whizbang marketing focusing on the customer instead of yourself. While we all could go on…and on…and on about political hogwashing, this article will focus on the need for companies to adopt and maintain anti-hogwashing practices that can generate a competitive edge, build a positive reputation, and grow profits. Barnum’s famous statement, “There’s a sucker born every minute.” Merriam-Webster defines hogwash as “swill sense…slop…nonsense, balderdash.” Hogwashing is the practice of promoting slop, nonsense, balderdash, and untruths. From grandiose marketing promises and customer service commitments unkept to outright lies, hogwashers rely on the validity of P.T. From corporate America’s boardrooms to political pontificating, “hogwashing” is all too pervasive.